关键词: 宣传语篇, 多模态转喻, 多模态隐喻, 认知机制

Abstract: In view of the categorical features of multimodal promotional discourse, the cognitive c mechanism is analyzed from the perspectives of multimodal metaphor, multimodal metonymy and their interactions. The functions of metaphor and metonymy in multimodal discourses, as is shown by the research findings, bear their own emphases. Metonymies serve as cohesive devices in the organization of the discourse, while metaphors are found to play irreplaceable roles in the representation of the propagandas theme and more importantly function as important coherent devices. The two, performing their own functions with mutual effects on each other, create and manifest the thematic meanings of the discourse with the strengths of various modalities and make the whole discourse innately cohesive and coherent.

Key words: promotional discourse, multimodal metaphor, multimodal metonymy, cognitive mechanism